Jeff Green has built The Trade Desk into a plucky online-advertising powerhouse
learned about marketing the hard way. In his late teens he was sent to Ventura, on the Californian coast, as a Mormon missionary. He spent 12 hours a day knocking on people’s doors, mostly to have them slammed in his face.
What could induce consumers to surrender their email addresses or phone numbers and invite a non-Google advertising onslaught? Mr Green says streaming platforms like Netflix and Spotify provide an answer. They offer ad-supported tiers in exchange for cheaper subscriptions, which many viewers have flocked to. Thes used to sign in to those services promote the sort of personalisation for which advertisers pay high prices. That can mean the streamers show fewer, more targeted ads.
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